The Role of Consumer Trust as Mediation Between Live Streaming Shopping on Online Purchase Decisions in Sukabumi City

Nurila Ayu Lestari; Asep Muhamad Ramdan; Tetty Sufianty Zafar

doi:10.56444/mem.v40i2.6220

The Role of Consumer Trust as Mediation Between Live Streaming Shopping on Online Purchase Decisions in Sukabumi City

Nurila Ayu Lestari, Asep Muhamad Ramdan, Tetty Sufianty Zafar

Abstract

The rapid development of social media presents opportunities for business actors. Beyond serving as communication tool, social media enables businesses to build relationships and interact with potential customers to expand market reach. One popular feature is TikTok live streaming, widely used as an online marketing strategy due to its ability to reach wider audience. However, wide reach alone does not guarantee consumer trust. This study aims to examine the mediating role of customer trust in the relationship between live streaming shopping on online purchase decisions. Using a quantitative explanatory method, the study involved 238 respondents of Sukabumi City residents, selected through purposive sampling and measured using a differential semantic scale. Data were analyzed using Structural Equation Modelling (SEM-Amos 22). The results show that live streaming shopping has a direct negative and significant effect on online purchase decisions. Furthermore, the customer trust successfully mediates the relationship between live streaming shopping on online purchase decisions. This means customer trust is the most important factor during live streaming, as it can drive online purchase decisions.Therefore, live streaming based marketing strategies should focus on building positive perceptions, transparency, and credibility to establish consumer trust. Thus, the consumers trust have will drive online purchase decisions.

Keywords

Live Streaming; Customer Trust; Online Purchase Decision; Social Media

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References

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DOI: http://dx.doi.org/10.56444/mem.v40i2.6220